Abstract
Sustainability of food production and consumption has become one of the most discussed topics of sustainable development in global context. Thus, traditional managerial patterns have to be revised according to the social request. The revisions that have been done so far are based on relevant specifics of production and have mostly general character. Moreover, traditional managerial postulates do not change; only their way of implementation is modified. These two facts are possible reason of the practical fails in sustainable management of alimentary goods. One of these traditional managerial concepts is brand. Within this context, it has been considered as a facilitator of CSR (corporate social responsibility) activities. But the situation has changed, and the suspicion that brand loyalty is not a facilitator but an obstacle to the sustainable management is high. Thus, the importance of research of brand loyalty in scope of sustainable management of alimentary goods is indisputable. According to the above mentioned, the main goal of the contribution is to identify relevant brand value sources of loyalty in scope of sustainable brand management of alimentary goods. To achieve this, the factor analysis has been applied to provide statistical evaluation of data obtained from our own questionnaire survey. We have found out that components of brand value sources do not vary when comparing brands and those without loyal consumers. Based on this, appropriate recommendations for the theory and practice of sustainable brand management of alimentary goods have been formulated.
Highlights
Introduction and Current Situation InsightContemporary scientific literature highlights the importance of corporate social responsibility in the sustainable management process, in general, and regarding the sectoral specifics of production [1,2,3]
All others brand value sources are internally different from the point of view of relevance of individual components of these groups of brand value sources
The most visible example can be seen in scope of imageries, where only one component of brand value sources has the same ranking in case of brand loyalty absence and in case of brand loyalty presence
Summary
Introduction and Current Situation InsightContemporary scientific literature highlights the importance of corporate social responsibility in the sustainable management process, in general, and regarding the sectoral specifics of production [1,2,3]. The main reason for this is that brand managers of alimentary goods in case of brands subjectively perceived as valuable are not motivated enough to act responsibly towards society, and consumers are not motivated to play active role in the process of information searching [7] In this case, socially responsible activities are not directly connected with desired effect, even if they are applied in accordance with contemporary state of knowledge. The irony is, on the one hand, the phenomenon of consumer loyalty can be considered as a stimulus, and on the other hand, as an obstacle to sustainable performance of brands on alimentary goods market According to this fact, it is vital to analyze value sources of brands characterized by presence vs absence of consumer loyalty and to apply a conscious and responsible approach to the consumers loyalty as one of the leading buying behavior motivations It is vital to analyze value sources of brands characterized by presence vs. absence of consumer loyalty and to apply a conscious and responsible approach to the consumers loyalty as one of the leading buying behavior motivations
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